PENGARUH CITRA MEREK DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN PEMBALUT WANITA CHARM

AYU KUSUMA M

Abstract


Abstract: Competition in the industry of sanitary napkins which more competitive, demanding produsen sanitary napkins for complied consumer needs and rule of domestic market share, both with give best quality so that showing positive brand image and choose actractive celebrity endorser so can stimulate consumer to buy product.The aim of this study is to analysis and discuss influence brand image and celebrity endorser to the purchase decision Charm women sanitary napkins. This study is conclusive research. Respondents in this study is Senior and Vocational High School who buy and used Charm sanitary napkins and even see an advertising Charm with JKT48 as celebrity endorser. The sample is 165 respondents with use purposive sampling technique and questionnaire conducted in Southern Surabaya. Measuring instruments used multiple linier regression analysis. The result show brand image and celebrity endorser has significant influence in a parsial against purchase decision.

Keywords: brand image, celebrity endorser, and purchase decision.





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